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Millennial Momentum: How a New Generation Is Remaking America Hardcover – August 29, 2011

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Editorial Reviews


"The authors offer a wonderfully persuasive picture of America's future—by providing a penetrating and well-researched portrait of the rising Millennial Generation that is beginning to define that future. Read this book and find out how Millennials will move America as profoundly Boomers did in the '60s or as Generation X did in the '80s."
(Neil Howe co-author of Generations and The Fourth Turning)

"Winograd and Hais have emerged as the country's best, and most solidly supported, analysts of the emergent Millennial Generation. They describe a generation that is difficult to pigeonhole politically—environmentally and social justice oriented but also focused on family and community. Their tolerant attitudes are a direct threat to parts of the conservative agenda, but their distrust of hyper-professionalism and top-down bureaucracy contradicts counters the mind-set of boomer era progressives. Leaders of both parties—and forward looking businesses—need to study this book for a unique look into America's evolving future."
(Joel Kotkin author of The Next Hundred Million: America in 2050)

"In recent years few have thought so much and been as prescient about the emerging politics of the United States as Mike Hais and Morley Winograd. This new book adds breadth and depth to an already powerful set of insights they've had. It is a must read for anyone wanting to understand how American politics and culture are unfolding in this new and challenging century. "

(Simon Rosenberg President, NDN & The New Policy Institute)

"In this timely analysis of demographic data, Winograd and Hais examine the habits, values, and desires of the generation born between 1982 and 2003. The most racially diverse and ideologically tolerant population the U.S. has ever known, Millennials are also the best networked group of humans in history. Believing that every consumer choice, every vote, every blog post and tweet matters, young people come of age expecting to be heard and to make change. Although still gaining momentum, Millennial thinking has already proved itself powerful—the networked grassroots organization that elected Barack Obama is the book's most persuasive example. The book offers important insights into the dynamic, interdependent forces that will shape America's future."
(Publishers Weekly 2011-06-06)

"Extremely useful, readable and important...only recent book I have been eager to blurb, it's THAT good."
(Warren Bennis Leadership expert and author 2011-09-06)

"The new publishing sensation, Millennial Momentum, is working its way up the best-seller lists with its analysis of the Millennials."
(Richard Geldard Huffington Post 2011-09-27)

About the Author

MORLEY WINOGRAD is a senior fellow at the University of Southern California’s Annenberg Center for Communication Leadership and Policy. He served as senior policy advisor to Vice President Al Gore during the second term of President Clinton’s administration.

MICHAEL D. HAIS is retired as the vice president of entertainment research at the communications research firm Frank N. Magid Associates.


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Product Details

  • Hardcover: 296 pages
  • Publisher: Rutgers University Press (September 1, 2011)
  • Language: English
  • ISBN-10: 0813551501
  • ISBN-13: 978-0813551500
  • Product Dimensions: 6 x 0.9 x 9 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (21 customer reviews)
  • Amazon Best Sellers Rank: #669,985 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

16 of 17 people found the following review helpful By Peter Wearing on September 27, 2011
Format: Hardcover Verified Purchase
I saw the interview on PBS with the authors last night. Among all this turmoil, I new instinctively that something special was about to happen, that Spirit is always in the middle of everything. This book is an amazing look at the generation that is coming of age. I have always been an optimist, but now after reading the first three chapters (thanks Kindle) I am so excited about the future. I would love to have fellow readers read this book and have an enlightened discussion about our future as a nation and a planet.
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21 of 25 people found the following review helpful By DANIEL T SMOLEN on September 17, 2011
Format: Hardcover Verified Purchase
MORLEY WINOGRAD and MIKE HAIS have followed up Millennial Makeover: MySpace, YouTube, and the Future of American Politics with a truly great book; Millennial Momentum: How a New Generation Is Remaking America brilliantly demonstrates how the huge civic Millennial Generation is remaking and--in many ways improving--every aspect of society. Most important to this writer, Millennials are reinventing work and career in ways few of us [Boomers or Gen Xers] could have imagined; despite the current high rate of U.S. unemployment, Millennials are passionately pursuing work and career opportunities with companies and organizations that share their civic-minded values. And the eco-entrepreneurs in their ranks are hard at work inventing and bringing to market renewable energy, green tech, and resource sustainability technology--the foundation of a strong and scalable New Green Economy.

Millennials are enthusiastically crafting careers to make the world a cleaner, fairer, and more sustainable place.

In the near term it won't be easy for Millennials to win the warm embraces of Corporate America. Most Boomers and Gen Xers in corporate or C-level executive roles--CEOs, CFOs, COOs, etc.--have not come to fully appreciate this huge cohort of young, talented collaborators. Some cynically portray Millennials as coddled, entitled, and lacking the kind of self-starting drive and ambition necessary to grow the corporate bottom-line.

But, C-level cynics would be well advised to adapt to Millennial motivation or be left in the dust.
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8 of 10 people found the following review helpful By Roger on October 29, 2011
Format: Hardcover Verified Purchase
Every 80 years or so a generation arrives for America which is called Civic and indicates the beginning of a new and important reform era. Our last one occurred during the period of the New Deal. Now the largest cohort in U.S. history at 95 million is coming of age. We saw their first major effect in the election of President Obama. Suddenly they have taken the stage with the Occupy Wall Street movement which has spread across the world.
In detail, and with striking effect, Winograd and Hais in Millennial Momentum take us through the background and meaning of this movement. Their exposition is more than a detailing of a generational theory but a demonstration of how it works and what it means. As yet the media does not understand the import but it represents the beginning of a movement for reform which will sweep away the effects of the "Conservative Revolution" which has been crippling America and had much to do with the recent Great Recession as well as class warfare against the middle class.
The public seems to be searching for meaning in this movement and these authors have the meaning for us. This is the fourth coming of this kind of generation for our country which came previously with our Revolution, the Civil War and the New Deal/Great Depression.
This is not only a book which brings hope in a dark era but gives the current and coming turmoil meaning and substance.
It is not to be missed and actually has the feel of prophesy as they explain things that are unfolding after they finished writing their book.
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5 of 6 people found the following review helpful By Loves the View VINE VOICE on January 21, 2012
Format: Hardcover
You can easily fill a shelf with books on the generations. There thousands (maybe millions) of articles and research papers on the internet and in marketing departments on generational attitudes, values, consumerism, voting frequency/patterns and anything else you might want to know. Authors Morley Winograd and Michael D. Hais take a longitudinal approach which you don't often see.

Winograd and Hais pose that in US history there have been 4 clearly defined generations, each collectively setting the stage for the next. According to this theory, the "idealist" generation of today is the Baby Boomers (born 1946-64). The theory holds that they are a contentious lot like their earlier counterparts: the upholders of the status quo and New Dealers, the slave owners and their defenders and the abolitionists, and The Revolution's supporters and their Tory neighbors. These generations are followed by a "reactive" group (today it's the Xers), then a "civic" group (today it's the Millennials) which is focused on getting things done. Finally there is an "adaptive" generation (today it's the Silent Generation that is slowly leaving the stage) which begets the next generation of idealists.

The generational cycle is about 80 years and has a "turning" when the "civic" generation resolves the issues that were so angrily debated by the "idealists" before them. The turnings have been the Revolution, The Civil War and the New Deal. The turnngs are a significant "turn" in the social and political fabric of the country. The authors see the country as ready for another turning, and that it will be the Millennials who make it happen.

There is clearly something good going on with the Millennal generation. The descriptions in the book fit the Millennials I know.
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